A financial services website has to make the service understandable, establish trust and guide the right visitor towards an appropriate next step. Generic design advice is not enough.
High-impact mistakes
- Vague service pages: visitors cannot tell who the service is for, what happens next or what the firm actually provides.
- Unsupported claims: performance, eligibility or outcome language is presented without appropriate evidence or review.
- Trust information is hard to verify: ownership, contact details, genuine credentials or relevant disclosures are buried.
- Forms ask the wrong questions: too little information creates low-quality enquiries, while too much creates unnecessary friction.
- Poor mobile journeys: key information, forms or calls-to-action are difficult to use on smaller screens.
- Weak source tracking: marketing cannot be connected to qualified opportunities and clients.
Review important marketing pages through the firm’s appropriate approval process and prioritise fixes by their effect on trust, enquiry quality and client conversion. Pair the audit with the financial services SEO checklist.
